Live with Sellers.json and OpenRTB SupplyChain Object

24 Months ago, the IAB launched the ads.txt initiative – helping ad buyers avoid unauthorized inventory reselling and domain spoofing. It enabled publishers to upload a text file on their web server and list all vendors authorized to sell their inventory. Although ads.txt was a major step forward to a more transparent digital environment, it only covered one part of the equation.

In July, the IAB Tech Lab released their latest initiatives, aimed at increasing trust in the digital ecosystem. It is comprised of two new technical specifications – Sellers.json and the OpenRTB SupplyChain Object. As part of our commitment to transparency and trust in the digital advertising space, JustPremium was one of the first to implement the two new SupplyChain tools.

So what exactly are Sellers.json and the OpenRTB SupplyChain Object — and how do they work together?

About Sellers.JSON

Sellers.json is the next step from ads.txt files, tackling the issue from the other side of the ecosystem —networks, SSPs and Exchanges. In the sellers.json file, re-sellers have to list all of the partners they work with (e.g. publishers, intermediaries), along with their seller IDs and the legal entity that owns that company. This information is then available for the DSP to crawl and examine.

But how do ads.txt and sellers.json work together? This is where the SupplyChain Object comes in place.


OpenRTB SupplyChain Object

For end-to-end transparency, the OpenRTB SupplyChain Object is required. Simply put, the SupplyChain Object is a record of each intermediary between the publisher and the advertiser.

Via the SupplyChain Object, the buyer is able to see which sellers and re-sellers have been involved in each bid request. This is executed with a path of so called “nodes,” each representing the vendor that was the final re-seller in the chain.

With the SupplyChain Object it is easy for the buyer to match the ads.txt and sellers.json data, using the seller IDs. If all data matches, DSP’s will allow bids on this bidrequest.

What Does this Mean for Advertisers and Publishers?

Advertisers will not need to worry about fraudulent traffic, nor about vendors reselling impressions to duplicate them and drive up costs. Instead, they can now make data-driven decisions when choosing their partners and optimize their campaigns to achieve better ROI. Greater trust in the market will lead to higher spending and thus, higher revenues for publishers.

JustPremium fully supports IAB initiatives, working towards a more transparent ecosystem and delivering the highest levels of brand safety for advertisers. As part of our constant dedication to transforming the digital ad space, we are now hosting and managing a complete Sellers.json file and have implemented the SupplyChain object in all outgoing bid requests.

To learn more — and understand how to use both tools to achieve better ROI — talk to us directly.
We’ll be happy to get in touch!